Search Ads
回應搜尋的文字廣告，例如飯店名稱或某一地區的住宿。適合把人帶到與需求相符的網頁。
Hotel Search & Direct Booking
當客人在搜尋住宿時，讓他找到你的飯店，並能順利預訂
旅客可能在 Google 搜尋飯店名稱、地點，或想要的住宿類型。有點擊還不是有預訂。The KPI Plus 會把廣告，連同網站、價格、方案與預訂系統一起規劃，讓興趣比較有機會變成可核對的直銷預訂。
留下飯店名稱、網站與預訂頁連結，讓團隊先看一輪。
01 搜尋02 廣告03 網站04 預訂系統05 檢視結果
Sample Visual客人已經在 Google 上比較你的飯店
旅客會先搜尋飯店名稱、想去的地點，以及價格資訊，再決定從哪個通路預訂。若飯店網站在對的時間出現，資料與預訂路徑又清楚，就比較有機會把客人帶進飯店自己的預訂通路。
- Search Query
- Ad / Listing
- Hotel Page
- Booking Engine
- Conversion
Google Hotel Ads
Google 指出，飯店可在 Hotel Ads 顯示名稱、價格，以及透過自家網站預訂的重點，把旅客帶到網站，並增加直銷預訂的機會。
Free Booking Links
Google 也有不收取廣告費的預訂連結。只要價格、空房與系統連接準備好，就能把客人帶到飯店的預訂頁。
Search Ads、Hotel Ads 與 free booking links 的形式與條件不同。團隊會先檢查飯店準備程度，再建議該走哪一條。
Sample VisualSearch-to-Booking Readiness
Search-to-Booking Readiness Framework
Before extra spend, the team reviews search intent, campaign structure, the landing page, the booking path, and measurement in one framework.
| Area | Problem or current state | What to inspect | What to improve | Expected output |
|---|---|---|---|---|
| Search Intent | Keywords do not match guest intent | Search Terms and target market | Separate intent groups | Search Intent Map |
| Campaign Structure | Campaigns are mixed together | Campaign, ad group, keyword and audience setup | Reorganize structure | Campaign Plan |
| Landing Page | Ad leads to an unclear page | Relevance, CTA, mobile and speed | Improve destination page | Landing Page Checklist |
| Booking Experience | Booking path is difficult | Booking CTA and engine flow | Reduce friction | Booking Path Review |
| Tracking & Measurement | Booking completion is not measured | Events and attribution | Define conversion events | Measurement Plan |
Sample VisualSearch-to-Booking Readiness Framework — SampleSample framework · Search Intent to Measurement
- Search IntentSearch Intent Map
- Campaign StructureCampaign Plan
- Landing PageLanding Page Checklist
- Booking ExperienceBooking Path Review
- Tracking & MeasurementMeasurement Plan
Sample framework, not campaign results or a ranking
Tracking Boundary
What can be measured depends on the website, booking engine, and tracking already in place. Figures that cannot be checked are not used as proof of result.
- Only events the hotel allows to be installed can be measured
- Enquiry, booking-engine entry, and a tracked booking are used when the system supports them
- Bookings, revenue, and ROAS stay off the public page until the hotel approves the data
- The hotel approves tracking setup and reporting
Landing Page Checklist
Review the destination page before extra spend, so the ad opens a relevant page and the guest can continue into booking.
- The ad opens a page that matches the search, not only the homepage
- Rate, offer, and availability on the page match what can be sold
- The booking button and path work on a phone
- The destination page is clear, usable, and can measure the next action
Service Types
這間飯店該先從哪一條開始？
Compare Search Ads, Hotel Ads, and Free Booking Links by use case, what can be controlled, required input, expected output, and KPIs. The hotel does not have to start every path at once.
| Channel | Best use case | What can be controlled | Required input | Expected output | KPI to monitor |
|---|---|---|---|---|---|
| Search Ads | Capture active search intent, such as a hotel name or an area stay | Keyword, audience, budget, ad copy, landing page | A matching landing page and booking path | Qualified traffic and a measurable booking path | CTR, CPC, conversion rate, cost per booking |
| Hotel Ads | Show hotel rates and availability in a hotel-search context | Rates, availability, feed, landing page, market | A working rate and availability connection | Hotel listing clicks and a booking path | clicks, bookings, cost per booking, conversion |
| Free Booking Links | Provide a direct-booking option without a per-click ad fee | Hotel page, booking engine, feed and direct CTA | Hotel page, booking engine, and a correct rate feed | Direct clicks and booking opportunities | direct clicks, bookings, conversion rate |
Sample VisualSearch Ads vs Hotel Ads vs Free Booking Links — Sample comparisonSample comparison · Search Ads, Hotel Ads and Free Booking Links
- Search AdsCapture active search intent, such as a hotel name or an area stay
- Hotel AdsShow hotel rates and availability in a hotel-search context
- Free Booking LinksProvide a direct-booking option without a per-click ad fee
Sample comparison, not a search screenshot or live ad-account figure
不必一次啟動所有通路。團隊會先看預訂系統、預算、市場與收益目標，再提出做法。
Campaign Workflow
看廣告，也看預訂，不只看點擊數
Campaign work runs in five steps: Audit, Structure, Launch, Optimize, and Report. Each step has an owner, input, action, output, and a next decision.
- 01
Audit
Tracking and Landing Page Checklist
- Owner
- The KPI Plus with the hotel
- Input
- Website, booking system, current Google Ads, target market
- Action
- Review search intent, landing pages, the booking path, and what can be measured
- Output
- Tracking and Landing Page Checklist
- Next decision
- If the site or booking path is not ready, the hotel decides whether that comes first
- 02
Structure
Campaign Plan
- Owner
- The KPI Plus sets the campaign. The hotel approves the offer
- Input
- Tracking and Landing Page Checklist, searches, budget, and the offer
- Action
- Separate intent groups and set campaign structure, ad copy, destination pages, and measurement
- Output
- Campaign Plan
- Next decision
- The hotel approves the offer, rate, and budget that can go live
- 03
Launch
Campaign QA Checklist
- Owner
- The KPI Plus launches. The hotel confirms the live offer
- Input
- Campaign Plan, approved offer, and tracking setup
- Action
- Build the campaigns, check ads, landing pages, and tracking, then go live
- Output
- Campaign QA Checklist
- Next decision
- Extra clicks are not bought if the guest cannot reach booking, unless the hotel decides to continue
- 04
Optimize
Optimization Log
- Owner
- The KPI Plus reviews. The hotel decides the next change
- Input
- Search terms, landing-page behaviour, and booking-path actions
- Action
- Adjust keywords, budget, ads, and destination pages from data that can be checked
- Output
- Optimization Log
- Next decision
- Unapproved figures are not used as proof of result
- 05
Report
Performance Summary and Next Action
- Owner
- The KPI Plus reports. The hotel decides the next action
- Input
- Optimization Log, tracked actions, and cost against useful results
- Action
- Summarise what can be measured and recommend the next change
- Output
- Performance Summary and Next Action
- Next decision
- The hotel decides whether to keep, pause, or change the plan
Sample VisualGoogle Ads Campaign Workflow — Sample processSample process · Audit to Report
- AuditInspect readinessTracking and Landing Page Checklist
- StructureSet the planCampaign Plan
- LaunchGo live after QACampaign QA Checklist
- OptimizeChange from checked dataOptimization Log
- ReportSummarise and decide nextPerformance Summary and Next Action
What changes at each step, not a meeting photo or live ad-account result
與搜尋、網站與直銷預訂相關的內容
Sample VisualGoogle Ads
Start a Google Ads review for the hotel
Send hotel details, the website, and the sales goal so the team can review the ads account, search, the page, the booking path, and tracking.
What the hotel receives from starting a Google Ads review
- Google Ads Account ReviewReview the current Google Ads account, or the starting point if there is not one yet
- Search Intent ReviewReview hotel-name searches and area-stay searches
- Landing Page and Booking Path ReviewSee which page the ad opens and whether the guest can continue into booking
- Tracking / Conversion PlanPlan how enquiry or booking can be measured with the current setup
- Campaign RecommendationA campaign direction to start with, without a promised result
What Happens Next
- Send hotel details and the sales goal
- The team reviews Search, Landing Page and Booking Path
- Summarise the gaps and a campaign direction
- Arrange a conversation on Scope, Budget and Next Action